What Triggers Customer Curiosity? Exploring the Role of Branded Content Experience Design on Customer Response

Dados Bibliográficos

ID7159595
AutoresSeonjeong Lee (0000-0002-3456-9380, White Lodging-J.W. Marriott, Jr. School of Hospitality & Tourism Management, Purdue University, West Lafayette, IN, USA, autor correspondente)
Ano2025
Volume49
Fascículo3
Páginas403-416
Data de publicação2025-03-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoJournal of Hospitality & Tourism Research (JOURNAL)
Identificadores do periódicoISSN: 1096-3480 • E-ISSN: 1557-7554
EditoraSAGE Publications Inc (PUBLISHER)
DOI10.1177/10963480231220274
OpenAlexW4390541592
IdiomaEN
Citações recebidas4
Referências citadas78

Various branded content is developed on social media; however, not all branded content stimulates customer curiosity. Based on the uses and gratification theory as a theoretical background, this paper investigates antecedents and outcomes of customer curiosity on social media. Using a self-administered, online survey, data were collected from customers who used hotel social media platforms within the previous 12 months. Results identified that utilitarian, social bonding, and aesthetic branded content experiences positively influenced customers’ curiosity, which then influenced customers’ brand engagement and purchase intentions. Results of this study contribute to branded content, customer curiosity, and experience design literature. Results also provide suggestions to industry practitioners by exploring the role of branded content experiences on customers’ emotional and behavioral responses

Advertising · Business · Curiosity · Customer engagement · Customer Experience · Gratification · Social media · World Wide Web · Computer Science · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychological and Educational Research Studies · Psychology · Social Psychology · Marketing

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